Polk State Professor of Business brings the world’s research and experience to the classroom

At Polk State College, students have access to faculty with extensive professional experience, published research, and prestige among international industries. One such faculty member is business professor Paul Howe, who brings decades of experience as a business owner, marketer, and educator to his classroom as well as internationally.

On November 3, Howe will lead three seminars at The Diving Equipment and Marketing Association (DEMA) Show 2022 at the Orange County Convention Center, which will bring up to 18,000 people from around the world to Orlando. It will cover topics such as advertising strategies, budgeting and evaluation; develop a loyalty program; and maximize marketing budgets through the development and distribution of press releases.

“I’m lucky to have worked quite a lot in the industry. Early in my career, I got to a point where they didn’t put me in management because I didn’t have a degree, so I started my own business. I always thought, ‘because I don’t have a degree, shouldn’t I be in business then?’ Of course not,” Howe said.

This seed was planted very early when Howe worked as a diving instructor “for fun”. One of his first clients was impressed with Howe’s professionalism and recommended that he go into business.

Howe then opened a dive shop in New York and secured contracts with major clients including Cornell University and Ithaca College. He also became known for his use of highly effective marketing tools such as a loyalty program and press releases that publicized his business.

With his real-world experience and drive to make his daughter proud, Howe returned to school at age 30 to develop his entrepreneurial skills and talent for marketing. He holds an associate degree from Tompkins Cortland Community College, bachelor’s and master’s degrees in hospitality management from Rochester Institute of Technology, and a doctorate in organization and management from Capella University.

After 10 years of activity, he sold his shop in 1994 and became Marketing Director of Divi Resorts. He also completed his dissertation that year, which produced a diver profile on the Caribbean island of Bonaire, where diving is the main tourist market, Howe explained. Nearly 20 years later, Howe longs to revisit his studies in Bonaire and bring Polk State students with him.

“I want our students to be able to say, ‘this is what I did in college,’ and point to real-world experience and research.”

“Bonaire doesn’t have white sand beaches, but the diving is amazing and that’s their main goal to attract tourism,” Howe said. “Industry leaders are looking for a longitudinal study and we could take students to work on research and collaborate on writing a paper.”

Howe and his colleague, business professor Herbert Nold, received teaching chair awards to help fund this initiative. Additionally, Howe is traveling to Bangkok for an international business and hospitality conference where he will network with individuals and organizations who may provide research grant opportunities for this project.

“I would like to do that for the students,” he says. “I want our students to be able to say, ‘this is what I did in college,’ and point to real-world experience and research.”

In addition to Bangkok and his upcoming talk in Orlando, Howe has presented at a variety of conferences, including Travel Agent Magazine’s National Conference, the Air Jamaica Caribbean Conference, and the International Society of Travel and Tourism Educators. His work has also been published in The Boston Globe, The Vermont Magazine, Skin Diver Magazine and The Northeast Diving Journal.

When asked what his greatest accomplishment is, he shares that seeing his students progress is very rewarding.

“With a lot of industry experience, I look at what I wasn’t prepared for when I started in business and try to better prepare my students with the knowledge and skills they will need,” Howe said. “I share with my students the professional soft skills that are learned in the industry and how they can start developing them now. Writing is the #1 critical skill. Being on time is important. I tell them also that if you can make your job your calling, you will find something you enjoy doing.

The latter led Howe to where he is today.

“It all comes down to diving, but I couldn’t have planned this,” he said of his career, which also included a stint as director of education for the American Society of Travel. Agents and eventually led him to his full-time faculty position with Polk State and five adjunct positions at other institutions. “We don’t teach how to get rich. We do it because we have a passion and that’s why I teach.

“Watching students progress and seeing them find their passions is rewarding.

“Watching students progress and seeing them find their passions is rewarding,” added Howe. “I have had the chance to travel and live abroad extensively, and I tell students that they can experience the same and have their own experiences. I tell them I know what your education can do for you, and I know they can get that high quality education here. [at Polk State College].”